So, I was pleasantly surprised when I actually took a look at the real time reporting in Google Analytics. You see, my experience with real time reporting - or the request for it - was based on working at ClickTracks. The occasional customer would complain that the data was not real time, ugh (see last week's post).
The real time information in GA is not about conversions. It is simply geography, referrer and site content. This information can be cool and interesting. I remember when email marketing was first getting popular 1,500 years ago, okay, well maybe 10 years ago. I was working with a client to send out their first email blast. As soon as I hit 'Send', we logged into the reports.
It was fun seeing, in real time, how many people were opening the email and then clicking. Fun, but kind of a distraction. There was not much that could be done with that information.
But the possibility of what you can do with the Google Analytics information borders on the downright creepy.
The good news is you can immediately see how
effective an email blast, targeted campaign or social media campaign is
and update the content accordingly. And knowing the geography, referrer and
content that visitors are looking at, gives opportunities to publish and
update hyper-relevant content or offers.